Company: Delightful Season, LLC
Head of Marketing Department: Alyona Trifonova
Designer: Maria Potapova
Project Type: Produced, Commercial Work
Location: Moscow, Russian Federation
Packaging Contents: Sunflower seeds
Packaging Substrate / Materials: Polymer film
Printing Process: Flexography
By the Marketing Department of the “Delightful Season”, LLC, it was done the improvement of the packaging for the brand of nuts, seeds and dried fruits “Senechka”. A new concept we decided to broadcast right away to a new product – black salted sunflower seeds.
For the main character of the brand, the cat, there was chosen a contrasting combination of black and bright green. Such approach was not usual for the brand earlier. Before the combination for cat and its pattern used to be a pair of monochrome colors. Black color builds a direct association with the product itself – black seeds. Green adds a bright accent, makes the packaging catchy and expressive, and also strengthens the connection with the positioning of the product as natural, “green” (“100% NATURAL”). Also, the cat is now turned to the right, and not to the left, as it was before. This makes it easier to perceive the design, because it doesn’t contradict the direction of the text’s line reading (people read from left to right, and the cat is now facing the same direction). Twigs and flowers are located on the contour of the central figure, which creates a pleasant feeling of “stroking” the cat.
On the front of the package we added a prominent icon “Salty kernel, not a shell”, clearly demonstrating that the seed is salted inside, and not outside, as it usually happens. This is an innovation, about which the company wanted to inform consumers. It turned out to show this advantage in a very simple and understandable way. The designations of vitamins became more notable while in the previous version they looked like a logo on a ribbon. The turnover of the package was completely redesigned in order to maximally interest and intrigue the buyer and to strengthen him in the desire to make a purchase.
On the turnover, on a lighter background, under the heart icon, it is told about the benefits of the product. Next to the face of a smiling cat, it is given an explanation why is this product so special. The third picture, the chef’s cap, gives a link to the company’s website – there buyers will find an interesting recipe for what can be cooked from the product they are holding now (that is generating an additional traffic to the site). These arguments, told in a simple form and accompanied by pictograms, convince buyers of the value of the product, while the recipe is an additional pleasant bonus.
Food and energy value is now presented in the form of a convenient table, which additionally focuses attention on the benefits of the product. On the turnover there were also added curious and very cute accents: a small cat with the footprints that guides attention to the table; window for the date of manufacture in the form of a house that echoes the slogan of the brand “For the home comfort”; “grown” from the bar code flowers that make the right half of the turnover not so boring and dilute the text block.
These carefully thought out and verified details, first, inform the buyer that the company pays attention to even small things, produces its product with great attention, accuracy and love. And secondly, it highlights the product among others on the shelf, gives an occasion to tell about it to friends – after all, such details are rarely seen on other packs. It’s curious and people will want to share this.
The “100% NATURAL” badge is duplicated on the turnover of the pack. It located earlier only on the front side. Pattern of seeds, twigs and flowers was also added from the front side. These elements bind together the design of the front and the back, make the packaging stylistically harmonious and complete.
The new version of design significantly exceeds the previous one in terms of clarity and attractiveness of the product presentation. Packaging was improved in order to tell about the product in a maximally complete, colorful and, at the same time, unobtrusively way, to highlight product’s advantages and to persuade the consumer to buy it.